This document discusses optimizing marketing for mobile presence. It provides an overview of Stream:20, a digital marketing consultancy, and their approach to benchmarking and improving clients' mobile and digital strategies. They assess clients across 29 core digital marketing areas and provide strategic support. The document emphasizes that mobile now accounts for 20-50% of traffic but conversions are often lower. It suggests optimizing organizational structures and skills for digital and mobile success.

1. Marketing your Mobile Presence
Serge Milbank
@stream20 @eumeus

2. About Stream:20
Digital Sales
Planning
Digital
Organisation
Digital Sales
Toolkit
Digital Sales
Delivery
Optimising your business
structure and skillsets for
digital success
Ensuring the correct
toolkits are implemented
for success
Providing innovative
strategic support and
analysis to drive your
digital sales function
Driving incremental
revenue across
Desktop/ Mobile/Tablet
The Performance-Driven Digital Marketing Consultancy
We push up your KPIs by delivering excellence
London • Munich • San Francisco

3. Who we work with
Retail Finance
Gaming
Telecoms
Travel Entertainment
Publishing
Technology
Utilities

4. My theory on when digital is interesting and boring
Interesting
(Fundamental Shifts)
• Seismic shifts in
capabilities
• If you use them quickly,
you get ahead of the
competition
• It represents risk taking
Boring
(Marginal Gains)
• Small step changes in lots of
capabilities
• Everyone has access to the
same technology – its about
implementing better
• Sound fundamentals of
digital marketing

5. My theory on when digital is interesting and boring
Interesting
• Building
websites &
eCommerce!
• SEO & Email
Boring
• Building websites &
eCommerce
• Blackhat & Spam
Interesting
• Online Marketing
• PPC, CPA Display,
Affiliates, eCRM
Boring
Online Marketing
Brand bidding,
HPTO, leadgen, link
building
Interesting
• Mobile, Big Data &
Content strategy
• Omnichannel

6. Stream:20 Digital Benchmarking categories
Digital
Benchmarking
Delivery
Channel
marketing
Display
Email
Social
PPC
SEO
Affiliates
Emerging
channels
Offline to
online
eCommerce
Conversion
UX
Self care
Mobile web
Mobile apps
Planning
Forecasting
Segment. &
Data Planning
Attribution
Pricing &
Offers
Acquisition
Strategy
Retention
Strategy
Content
Marketing
Retargeting
Strategy
Toolkits
Performance
Reporting
ESP
Affiliate
network
Ad Server
Analytics
Organisation
Structure
& resource
KPI
ownership
& alignment
Supplier
management
29 core areas (score of
0-5)
155 factors where you
can achieve marginal
gains (score of 0-5)
4 pillars (score of 0-5)
Overall score (score of 0-5)

7. BasicAverageAdvancedMobile Web Review
MOBILE
SITE
5
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII
1
STRATEGY TRACKING DATA PROMOTION CREATIVE
3 2.9
3.1
2.2
2.8
2.4

8. DB
score
Mobile site Tracking , Analytics
5
Full adaptive mobile site
developed following an earlier
responsive design. You are now
able to share content across
device and also tailor content
based on mobile vs. online.
Full tracking and analytics across
the site, all pages and entry points
4
3
Online site is optimised for mobile
devices and is a responsive design
based on screen size & resolution
Basic tracking used. Desktop
analytics provide insights into
devices usage
2
1 No mobile site No tracking used
Competency Spectrum
Advanced
Basic
Competitive
3.0 3.1

9. Planning realities in mobile
20%-50% of
traffic is now
mobile Conversion is
often up to
50% lower on
mobile

10. How to approach the problem - organisational
Marketing Product
Marketing Product
TRADITIONAL
MARKETING
GROWTH
MARKETING
• Separate teams
• One role is to build, the other is
to attract traffic
• Requests go into a workstack,
maybe you will see it in 3
months
• Leverages the ability of the
product itself to get new visitors
• Using the product itself, each
time someone comes to the
site, they bring their own
network of relationships

11. How to approach the problem - organisational
Marketing Product
Growth team
• Technical marketers
• Developers reporting to
marketers, not product
development
• Work on marketability of
the product
Product Team
• Current team
• Work on product
improvement
Marketing Team
• Traditional Marketing
outputs

12. DB
score
Promotion Data
5
Cross channel activity builds awareness
of our mobile offer and helps drive
activity through to the mobile site
Mobile customers fully integrated into
database to form a single customer
view. Data is also collected for mobile
numbers as part of any registration
both on and offline
4
3
Limited promotion of the mobile site
through one to two media channels
Some ability to draw conclusions from
analytics on customer value, behaviour
of mobile customers, transactions etc.
but data is very high-level and is never
truly accurate against other channels
2
1
No mobile promotion is place. Users
typically only find our mobile offering
via a redirect or by accident
No data integration & limited customer
insight generated from mobile web.
Organisation lacks the insight to gain
any momentum from the mobile
channel to help produce any further
budget contribution
Competency Spectrum
Advanced
Basic
Competitive
2.4 2.2

13. Mobile channels
OFFLINE
QR Codes
Bluecasting
SMS/MMS
Traditional offline channels
Enablers
• Mobile conversion tracking
• Mobile analytics
• User segmentation > personalisation
• Localisation
• Other Device capabilities
• Short codes
MOBILE
Organic search
Paid search
Mobile ad networks
Social media
Email marketing
Affiliates
Content marketing
Aggregators

14. Awareness
Generates
demand
Consider
Keeps you in
the frame
Purchase
Captures
demand
Push Channels
Display Email Offline
Pull Channels
AffiliatesPPC SEOAggregators
Engagement Channels
Social Retargeting Email
• Converts
interested
demand
• Respond to
demand that is
ready to buy in
the
marketplace
• Drive demand
in the
marketplace
• Engages
prospects in
the marketplace
REACHTRAFFICPROSPECTSCONV
Building up Marketing Channels
Convert
Website Mobile Web Mobile App Retail
Content

15. DB
score
Creative Strategy
5
Mobile site is endorsed by your
brand and marketing teams and is
a truly integrated experience
Clearly defined long term strategy
across all devices, platforms and
innovations with clear road map
of how the organisation plans to
adopt mobile
4
3
The mobile site ties in to wider
user experience of the brand. User
experience has been tested &
optimised
Mobile strategy in place but is
focused on device rather than
offering
2
1
The look and feel of the mobile
site is not reflective of your site.
The user experience is poor e.g.
not thumb friendly. Brand
guidelines or treatment is not
adhered to.
No long term strategy for mobile
web in place - reactive not
proactive in adapting any strategy
for mobile
Competency Spectrum
Advanced
Basic
Competitive
2.8 2.9

16. App Review
BasicAverageAdvanced
5
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII
1
2.2
DIST. TRACKING PROMOTION DATA CREATIVE STRATEGY DEV.
2.6
2.0
2.4
1.8
2.4 2.5
2.3

17. Mobile and App channels
MOBILE
Organic search
Paid search
Mobile ad networks
Social media
Email marketing
Affiliates
Content marketing
Aggregators
APPS
App stores
App recommendation sites
Pay-per-install networks
App giveaway
Pre-loads
Push notifications
Facebook App Install ads
App to App
Enablers
• Mobile conversion tracking
• Mobile analytics
• User segmentation > personalisation
• Localisation
• Other Device capabilities
• Short codes
OFFLINE
QR Codes
Bluecasting
SMS/MMS
Traditional offline channels

18. Discover
Install
Usage
Purchase
Awareness
Generates
demand
Consider
Keeps you in
the frame
Purchase
Captures
demand
Crossing the divide between ecosystems
Push notifications
App to App
APP ECOSYSTEM MOBILE WEB ECOSYSTEM
App stores
App recommendation
sites
Pay-per-install
networks
App giveaway
Pre-loads
Facebook App Install
ads

19. Leveraging enablers in mobile
Enablers = Conversion
• Mobile conversion tracking
• Mobile analytics
• User segmentation > personalisation
• Localisation
• Other Device capabilities
• Short codes
Marketing Product
GROWTH
MARKETING
• Leverages the ability of the
product itself to get new visitors
• Using the product itself, each
time someone comes to the
site, they bring their own
network of relationships

20. Social and the K Coefficient
• VK – Visitors plus referred
visitors from network
VK 1000 visitors £1 CPA Effective CPA
V0 1000+0 = 1000 1000 £1.00
V0.1 1000+100 = 1100 1000 £0.91
V0.2 1000+200 = 1200 1000 £0.83
V1 1000+1000 = 2000 1000 £0.50
V2 1000+2000 = 3000 1000 £0.33
V3 1000+3000 = 4000 1000 £0.25
• Reality is your app will not go viral
• Your goal is to get it above 0, to get effective CPA down
Viralgrowth

21. CONVERSIONPOINTThe real challenge is cross platform activity
Call CentreMobile WebApp
Ecosystem
MARKETING
Web Retail
CONSUMER

22. The real challenge is cross platform activity
Call CentreMobile WebApp
Ecosystem
Web Retail
CONSUMERMARKETINGBUSINESS

23. NOW
THEN
Fundamental shifts in mobile
One device
Multi-device Instant
Subscription
/large outlay
Micro-
payment
DEVICE SPEED TRANSACTION
All inclusive
One unit
CONSUMPTION
CHALLENGE
Cross Platform
Tracking
Single Data
Source
Marketing Margin
Product
development
STARTING
POINT
Use Cases & KPIs Data Audit Commercial plan Product plan
Days/hours

24. Conclusions
• The benchmark group – shows still very early days in
mobile
• Opportunities exist to get well ahead – depending on
where you are in your area of development
• Marketing the mobile presence is about layering up
effective channels from pull, to engagement to push
• Mobile as cross platform needs to be embraced
• Structured planning will help you define where to go

25. Thank you
serge.milbank@stream20.com
www.stream20.com
@stream20 @eumeus